Music Marketing Research

I am currently working on the Music Marketing Project.

The project involves creating a marketing campaign for a new music artist or group. My team was assigned the pop genre. We received a folder including 3-4 songs representing POP, and we selected "Electric Feel" by MGMT. This song will represent the first single released by our artist. 

Our first assignment was to research POP marketing characteristics. We selected two record companies, Universal Music Group and Sony Entertainment. Both have extensive experience in the history of music. We focused on four artists, and through the example of their stories, target, and marketing distribution, we established some characteristics of pop marketing, such as the use of social media, collaborations, target, trends, brand identity, etc.

My case study was the controversial P Diddy. Since he has had a successful marketing campaign regarding his music, production, and use of social media and digital distribution, I took some examples to enrich our artist's proposal.

After that, we decided to "create" our artist with a modern, electronic style: we called the band Starstruck. They are an indie-pop artist with a glow-wave aesthetic. They promote embracing individuality, chasing dreams, and escaping into music.

The idea is to generate a brand identity that is fun, young, and all about positive energy, self-expression, and creating a sense of community with their fans through the use of several social media to connect and expand her fanbase, including TikTok, Discord, and Instagram. They will also make special events and merchandise displayed on the website and through collaborations, just like P Diddy and other pop artists do with their brands.

We have established a work schedule and are in the pre-production stage, having already drawn up the first sketches of our storyboard. 

The goal is to be able to make a video and present our Starstruck through a campaign that includes the actual main characteristics of music marketing: streaming distribution, target reach through the use of social media, seeking collaborations with other artists and personalities, and presenting merchandise and accessories as part of the brand identity.

Down below is a document about our process of planning: